Blog

By Category


Email still best for brand offers but it must be relevant and informative

Key insights from Adobe’s third annual consumer email survey, essential reading for brand marketers. The survey shows that email significantly trumps direct mail, mobile apps and social media as the best way to deliver offers to consumers. However, there is still a great degree of…

Read more »

Take control…keeping your brand message strong

Have you ever played the old parlour game of ‘Whispers’ where one person whispers a phrase to you and you pass it on, by whisper, to the next person. After 6 or 7 rounds ‘I have a square’ becomes  ‘a star’. It’s a demonstration of how…

Read more »

Brand Gestures for the fun-of-it – Volkswagen's funtheory.com

Just for the fun-of-it There has been plenty of debate over the years (some of it with readers commenting on this site) about the validity and value of brand gestures that do not have an immediate and specific selling proposition. In many ways this represents…

Read more »

3 Golden Rules to Unlocking the Potency of your Online Direct Marketing Offer

As a young direct marketer I was taught that in terms of the impact on response to your communication the ‘Offer’ is the most critical element. That doesn’t mean that the media you use, the format of your communication, and the creative idea are unimportant, just…

Read more »

Direct Marketing… the eFuture is Bright

We recently received the mailing below from our bank and it looked old and tired because it’s effectively the same format that’s been used for the last 20 years. I first saw this format of DM in finance when I was working with Lloyd’s bank…

Read more »

Brand Strategy is about the Value, not the Message

The Difference Between Message and Value In the past week I’ve had several conversations with clients, colleagues and our creative staff about the difference between brand messages and brand value. Brand is still a relatively young business concept and continues to evolve, mature and become…

Read more »

The Apple Tablet – A Snapshot of Social Sentiment

Word on the Web As the rumor-mill turns into a tidal wave of anticipation for Apple’s new tablet, we take a snapshot of what’s being discussed, tweeted and mentioned on the social networks and blog sites. A glance at the Social Sentiment word cloud below…

Read more »

Brand in the hand…

I got home one evening recently and I had 4 envelopes in the post box. They were all pretty much the same size, but there the similarities ended. The first envelope was plain, brown and unaddressed, except for the ominous warning ‘To the Home Owner’. The…

Read more »

The Six Golden Rules to Brand Extension

Building your business through brand extension During tough market conditions, brand or product line extensions might just be the best way for your business to stay healthy, especially if they’re not something you spend much time thinking about. When done right, brand extensions can either…

Read more »

Brand Promises – What offers say about your Brand

What makes a great offer, what does it say about your brand, can it damage it? My interest was aroused by the recent  Kmart price promise TV ad – it’s set up in a way that has none of the usual retail frenzy of Kmart…

Read more »